1.
SEO: Best Practices
for Financial Advisors
In 2019 and beyond

2.
Housekeeping
● This webinar is being recorded. You will get a link to the
recording and a copy of all slides tomorrow.
● Throughout the presentation feel free to use the chat box for
public messages and Q&A panel for private messages with any
questions.
● We’ll be launching polls throughout. Responses are anonymous
and can be answered by clicking the buttons.

3.
AGENDA
What We’ll Discuss & Why It’s Important
● Ranking factors that matter and how to optimize your website
● How to unlock keyword rankings in Google Search Console
● The importance of backlinks
● How to setup and optimize your Google My Business listing

4.
YOUR GUIDE
Samantha Russell
Chief Marketing & Business
Development Officer

5.
1 SERP Introduction

6.
SERP
SERP = search engine results page
● Results based on searcher’s history, and
THEIR location
● #1 organic result drives 33% of all clicks
● Top 3 organic results capture 61% of all
clicks
● Less than 6% of people advance to page
two
● Paid listings get 10% or less

7.
2 On-Page vs.
Off-Page

8.
ON-PAGE vs. OFF-PAGE
On-Page Off-Page
What is your site about (content)? How is
your site structured?
How authoritative is your site (quality and
quantity of links)?
What you rank for vs. how high you rank on a SERP

9.
ON-PAGE vs. OFF-PAGE
On-Page Techniques Off-Page Techniques
● Write good, linkable content that
contains your keywords
● Optimize title tags
● Link within your own content
● Ensure site is mobile friendly
● Optimize URL structure
● User & search engine friendly
● Build backlinks
○ Natural
○ Manually built
○ Self-created
● Social media
● Setup & optimize Google My Business
● Guest blog
Off-Pae

10.
3 Google Search
Console

11.
GOOGLE SEARCH CONSOLE
Impressions | CTR | Position
● Impressions = # of times your site appears in results
● CTR = clicks ÷ impressions
● Position = where your site appears in Google results

12.
GOOGLE SEARCH CONSOLE
Top Keyword Queries
Tips:
● Look for keywords
with less than a 5%
CTR but high
impression rates
● Make sure the
keywords that you
rank for are in your
title tag
● Once you make
changes in your
title tag have
Google re-crawl
your site

13.
GOOGLE SEARCH CONSOLE
Backlinks
Tips:
● Focus on getting
backlinks on websites
that have editorial
standards
● Be user-centric
● Partner with other
websites in your niche
● It’s better to get 100 links
from 100 different
websites than 1,000 links
from the same website

14.
4
On-Page
Optimization
Techniques

15.
ON-PAGE OPTIMIZATION
Mobile Friendly & Secure
Why is it so important?
● More than 50% of searches coming from mobile devices
● Google now penalizing non-mobile, non-secure websites (http versus https)
● Important to the user experience - check performance in Webmaster tools
● Add SSL certificate to get HTTPS secure site
● Voice search considerations

16.
ON-PAGE OPTIMIZATION
Keywords
Why are they so important?
Keywords are one of the main elements of SEO
that help prospects find your site. Through
keyword research, you can uncover the words
and phrases that searchers are using, which you
can address on your site.
Recommendations:
● Intent matching over exact keyword
matching
● Keep close variations of your keyword,
related topics, and synonyms in mind

17.
ON-PAGE OPTIMIZATION
Title Tags
Recommendations:
● Incorporate keyword phrases that best
describe the page
● Make each title unique to each page and put
important keywords first
● Keep them 50-60 characters long
Why do they matter?
Titles are the 2nd most
important on-page ranking
factor and are the main text
that describes your online
content in a SERP.

18.
ON-PAGE OPTIMIZATION
Accessible URLs
Why do they matter?
URLs that are shorter and easier to read are
optimal for search engines to process and appeal
more to the average person searching
Recommendations:
● Match your URL to your page titles
● Use hyphens to separate words
● Keep them under 60 characters

19.
ON-PAGE OPTIMIZATION
Meta Descriptions
Recommendations:
● Think of it as “ad copy”
● Include strong call-to-actions
● Add keyword(s) to the first line
● Keep them 120-150 characters long
What are they?
Short descriptions of what
your web page is about. Also
acts as the page summary in
search results. Impacts who
“clicks” into your listing.

20.
ON-PAGE OPTIMIZATION
Header Tags
Recommendations:
● Incorporate keyword phrases that best
describe the page
● Make each title unique to each page
● Keep them 55-65 characters long
Why are they important?
Headline (H1, H2) tags are the unique
headlines of your page that reinforce
the key topics that your page is about.
Help both Search Engine and Site
Visitor quickly determine site content

21.
ON-PAGE OPTIMIZATION
Internal Links
Recommendations:
● Each page should link to at least
one other page on you site, within
the text. Anchor Text: use keyword
phrases that best describe the
destination page
● Avoid “orphan pages”
● Don’t bury pages, 2 click max
Why they’re important:
Helps users navigate your website
and makes it easier for search
engine to crawl/index your pages.
Anchor text sends signals to user
and search engine regarding
content of destination page.

22.
5 Google Local
3-Pack

23.
GOOGLE LOCAL 3-PACK
Google Local 3-Pack
What is it / why it’s important:
● First thing potential
customers see when they
search for a product or
service.
● Results appear in rotation
based on the searcher's IP
address & physical location.
How to Show in the Local 3 Pack:
● Google My Business
● NAP Data on every page
● Google Reviews

24.
GOOGLE LOCAL 3-PACK
Google My Business
Recommendations:
● Claim your profile
● Add a long, unique description that's formatted correctly and includes links
● Choose the correct categories
● Upload as many photos as possible including a profile image & cover photo
VS.Completed
properly
Incomplete
listing

25.
GOOGLE LOCAL 3-PACK
NAP [name, address, phone] Data
Why it matters:
Google scans for NAP info about businesses to identify real businesses vs
spam entities. Google bots appreciate businesses providing up-to-date
information, so that results display reliable data to searchers.
Recommendations:
● Style your business name one way & one way only
● Include NAP on your website’s contact page, as well as header or footer
● Check your social media pages & other profiles for consistency
● Don’t forget third-party websites

26.
GOOGLE LOCAL 3-PACK
Google Reviews
Why they’re important:
Reviews have a direct impact
on local search rankings.
You have no control over
Google Reviews.
Don’t comment on reviews,
good or bad.
Also consider reviews on your
Yelp page (currently used by
Apple maps) and other local
directory pages.

27.
Need more SEO help? Work with an expert.

28.
BENEFITS COSTS
● Dynamic websites
● Lead-capturing landing pages
● Built-in SEO tools
● Engaging blogs
● Customizable, Ghost-Written Content
● Expert Help
● $0 - $2400 website setup
● $59- $75 monthly
● $499/year content library
● $600 - $1200 Copywriting
● $800 SEO package
● $800 Logo Design
Need website help? Contact Twenty Over Ten
P: (855) 360-1732 Email: hello@twentyoverten.com

29.
Questions?
https://www.linkedin.com/in/samanthacrussell/
marketing@twentyoverten.com
https://marketassist.io/
(855) 360-1732

30.
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